Public Relations Theory and Practice
Duration
One Semester or equivalent
Contact hours
- 36 hours Face to Face + Blended + Swinburne Online
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
Aims and objectives
This unit introduces students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, theories, and application fields of the profession.
Unit Learning Outcomes (ULO)
On successful completion of this unit students will be able to:
1. Demonstrate a familiarity with the history of modern public relations
2. Articulate knowledge of public relations models and theories
3. Articulate awareness of the different approaches to public relations, as well as the need for socially responsible and ethical public relations practices
4. Demonstrate a fundamental knowledge and understanding against which practice can be benchmarked and understood
5. Demonstrate an understanding of public relations planning and presentation
6. Understand public relations problems and issues
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
On-Campus Lecture | 1 | 12 | 12 |
On-Campus Tutorial | 1 | 12 | 12 |
Online Contact Online Learning Activities | 12 | 12 | 12 |
Specified Learning Activities Various | 3 | 12 | 36 |
Unspecified Activities Independent learning | 6.5 | 12 | 78 |
TOTAL | 150 hours |
Swinburne Online
Type | Hours per week | Number of Weeks | Total |
Online Contact Online Learning Activities | 3 | 12 | 36 |
Specified Learning Activities Various | 3 | 12 | 36 |
Unspecified Activities Independent learning | 6.5 | 12 | 78 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Preliminary Plan | Group | 20% | 2, 3, 5, 6 |
| Portfolio | Individual | 60% | 1, 2, 3, 4, 5, 6 |
| Presentation | Individual | 20% | 1, 2, 3, 4 |
Content
- The historical development of public relations
- The nature of contemporary public relations activity
- Application of theories of communication to public relations practice
- The fields of practice of public relations, including business, government and non-government organisations
- Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
- Examination of public relations practice through case studies
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.